Amnesty International - "Offside comment on Twitter | Sofi "

Don

Don Buenos Aires, Argentina

719

Title	Offside comment on Twitter \| Sofi
Agency	Don
Campaign	Referees
Advertiser	Amnesty International
Brand	Amnesty International
Date of First Broadcast/Publication	2022 / 12
Business Sector	Racial/Ethnic/Minority/Disability Awareness
Story	During World Cup matches, social media are on fire. Many of the trending topics on Twitter while matches are being played, are aggressions. So we started a search trying to understand how this hostility increased on Twitter when a match was about to begin. And, unlike many campaigns that talk to haters, we decided to speak to users who share, like or simply ignore this type of aggressions. Because making this nonsense stop, also depends on them.
Philosophy	Denouncing/reporting every comment that crosses the line. In football language: today you become a referee. We used the VAR resource to show when a comment became "reportable", inviting users to become referees and denounce every offside comment.
Media Type	Digital
Chief Creative Officer	Gabriel Huici
Chief Executive Officer (CEO)	Papon Ricciarelli
General Manager	Jorge Villar
Coordinador General	Mariano Ricciarelli
Creative Director	Matias Lobos Leon
Group Creative Directors	Belén Calzone
Group Creative Directors	Paula Carboni
Creative Director	Ana Kabat
Creative Director	Facundo Beola